Creating a Meta (Facebook) Pixel
This article explains how to create a Meta Pixel to track and optimize advertising on Facebook and Instagram.
Creating a Meta Pixel
Meta Pixel allows you to track and optimize your advertising on Facebook and Instagram.
Head to Meta Business Suite: First things first, you'll want to go to https://business.facebook.com/. If you're not already logged in, go ahead and do that.
Navigate to Events Manager: On the left-hand sidebar, look for "All Tools." Click on that, and then find "Events Manager." It might be under the "Measure & Report" section. Click on "Events Manager."
Connect a Data Source: Once you're in Events Manager, you'll likely see an overview page. Look for a button that says something like "Connect Data Sources" or "+ Connect Data Source." Click on that.
Choose "Web": You'll be presented with a few options for where your data is coming from. Since you want to track website activity, select "Web" and then click "Connect."
Name Your Pixel: You'll be asked to give your pixel a name. Make it something descriptive so you can easily identify it later (e.g., "My Website Pixel"). Then, click "Create Pixel."
Choose How to Install Pixel Code: Now, Facebook will give you a few options for installing the pixel code on your website:
- Automatically install the pixel with a partner integration: If you use Google Tag Manager, this can be the easiest way. Select your platform and follow the on-screen instructions.
- Manually install pixel code: If you're comfortable editing your website's code directly, choose this option. Facebook will provide you with a base code snippet. You'll need to copy this code and paste it into the
<head>section of every page of your website. - Use a Partner Platform: This is similar to the first option and might list additional platforms.
Verify Your Pixel: After installing the code (or setting up the integration), you'll want to make sure it's working correctly. In the Events Manager, go to the "Overview" tab for your new pixel. You should see an option to "Test Events." Enter your website URL and browse around. If your pixel is working, you should see events being recorded in the Events Manager.
Set Up Events (Optional but Recommended): The base pixel tracks basic website visits. To track specific actions like purchases, button clicks, or form submissions, you'll need to set up events. You can do this using:
- Standard Events: These are predefined events that Facebook recognizes (e.g.,
PageView,AddToCart,Purchase). You can set these up through the Events Manager using the "Set up Meta Pixel" option and then "Install events using code" or "Use Meta's Event Setup Tool." The Event Setup Tool allows you to visually select events on your website without needing to code. - Custom Events: These are events you define yourself to track specific actions unique to your website. You'll typically need to implement these using code.